Ultra Tune: out of tune on sexism

Posted by Collective Shout1958sc on July 31, 2014

Car parts and service chain Ultra Tune are facing a flood of complaints on social media in response to its sexist ‘We’re into rubber’ TV commercial. The BDSM themed ad for car tyres depicts two rubber-clad dominatrix women brandishing a whip and feigning sexual arousal as they caress the tyres, while a male employee smiles and nods to himself, signifying his enjoyment.

Ultra Tune’s Facebook page has become overrun with complaints by men and women who have seen the commercial, pledging to not have their car serviced at Ultra Tunes while women are depicted as “fetish objects” to sell products and services.

Ultra Tune’s sexist commercial has already made the list of Top Ten most complained about commercials this year, with at least twenty formal complaints made to the Advertising Standards Bureau for being ‘exploitative and degrading to women’, some noting the sexism already prevalent in the automotive industry, others the inappropriate time slot during ad breaks for sporting events and other seemingly family-friendly viewing times.

In typical form, the ASB dismissed complaints, ruling that rubber clad dominatrix women were "relevant" to the product being sold. (rubber tyres)

Ultra Tune defended their commercial by saying “it did not include graphic nudity” and “the women were renumerated” for their work. While we are appreciative Ultra Tune managed to promote car accessories without graphic nudity, and super impressed they paid the women for their work, this is not good enough.

Ultra Tune have a history of using sexism to promote their services, including this 2011 commercial portraying women as dumb.

One woman, Jodie Swales, saw Ultra Tune’s “revolting” ad during the Sunday afternoon football game. The very next morning she made a phone call to Richard Coppock, Ultra Tune’s National Operations Manager to tell him what she thought of the ad. He admitted they had received many complaints, claiming he would address the situation.

Jodie Swales

After weeks of silence and ignored emails and upon seeing the ad was still being shown, Jodie sat down and emailed every Ultra Tune franchise in the country to tell them how the advertising demeaned women.Here are some of the surprising responses she received back:

“I agree completely with your comments and find almost all the ads produced to be highly offensive.”

“I apologize for the ad… I have also told head office it is a terrible ad and degrading to women so I totally agree with you.”

“All franchise owners are disgusted in the ad and we have asked for the ad to be taken off air.”

“I could not agree with you more, as a Franchise owner i am appalled at the current advertising [and I] complained to Ultra tune head office on day one.”

“We are doing are best to get the ad removed!”

“Many of the franchisees feel the same way as you.”

Jodie didn’t stop there- she launched a petition on change.org calling on Richard Coppock from Ultra Tune to withdraw the sexist and demeaning ad campaign, which also featured similar images on their website.

In an email response to her petition, Richard claimed, “This advertisement in question has and continues to receive mass media exposure and acclaim.” He also hides behind the absurd reasoning the Ad Standards Board used to dismiss the complaint: “Their depiction of wearing rubber outfits is seen to be relevant to the range of rubber tyre products offered by Ultra Tune Centres.”

Please sign Jodie’s petition and help us to send a message to Ultra Tune that sexism doesn’t sell.

Or sign in with email

Create an account

January 2017. They’re at it again. I just saw a new ad. Still objectifying women and demeaning. Just disgusting. I am furious.

Woody Dass commented
2016-01-26 15:28:37 +1100

Are we sure these two doms are actually women and not drag queens? I think this series of adverts are totally inappropriate and I am thoroughly amazed the company ever approved the campaign. Its got to make you wonder about the morality and mind set of the company owners.

Caitlin Roper commented
2016-01-21 11:44:02 +1100

Josh, when you say ‘sex sells’, I think what you actually mean is sexual objectification of women’s bodies sells, female subordination and sexual exploitation sell. Reducing women to mere sexual objects for male entertainment and use is in fact sexist, and while women routinely endure this kind of treatment in a range of ways you may notice this same treatment does not extend to men.

It is not sexist to depict women as smart, independent or successful. That is a nonsensical argument. Ads that depict women as multi-dimensional, as human, rather than just sexy playthings for men, are the opposite of sexism. I’m not sure why anyone would be opposed to fair and respectful portrayals of women in advertising.

This is not a good campaign as you suggest, it is lazy, lacks creativity or original thought and it’s sexist. It’s worth noting also that research from the American Psychological Association found sex does not sell- advertisements that rely on sexual objectification to promote products does not translate into more sales, in fact it could even have a negative impact on sales:http://fortune.com/2015/08/19/study-sex-sell-advertisements/

You can defend their right to childhood

Everyday our young people are exposed to more brands continuing to sexualise girls and objectify women. You can bring change to this sexploitation, stop companies from degrading women and prevent its devastating effects on young people.